[2B] Product Design Research Section "Experience Design"

[2B-03] Corporate branding with sound logos

Differences in impressions of sound logos between working adults and students

*Masako Ikeda^1,2, Yoshitaka Sugimoto¹ (1. Kyushu University, 2. Panasonic Corporation)

Keywords:Corporate branding, Sound logos, User survey

Sound logos have long been important in corporate branding. However, changes in user lifestyles have changed the touch points between corporate advertisements and users.

The purpose of this study is to derive the ideal sound logo (sound quality, melody, usage, etc.) in the new digital media. A questionnaire survey was conducted among electronics manufacturers to determine the actual status of corporate sound logos. A survey of users was also conducted to ascertain how corporate aspirations are being conveyed to users.This paper discusses the differences in impressions of sound logos between working people and students as revealed by the questionnaire survey.